Uses and preferences of radio and audio online consumption in Spain: trends and challenges to attend to online audiences

Abstract

The consumption of radio and audio online acquires a significant presence in the new ecosystem of media in Spain after the process of convergence and innovation. The uses and the preferences of online audiences help to create a new consumer market that faces two principal challenges. On one hand, the question of attending to the fragmentation of the audience. On the other hand, the desirability of establishing integral systems to measure crossmedia consumption. The goal of this research is to measure this phenomenon from the general frame of the media in Spain, as well as to characterize the uses and the preferences of the online audiences. To address this purpose a quantitative analysis has been used focused on several studies of AIMC, IAB Spain and Digital News Report Spain